The One Piece Of Content That Could Eliminate Your Sales Calls

If you’re a doctor, therapist, transformational coach or expert who depends on content marketing to sell your premium offers, you might find this useful. It's about a 5-minute read that I’ve put a lot of thought into ... and it's PART 5 of a 5-part series: Overcoming The Trust Recession. Find PART 1 here, find PART 2 here, find PART 3 here, and find PART 4 here.

Overcoming The “Trust Recession” — Part 5 (of 5)

This is the fifth and final article in a series about how to beat the “Trust Recession” in the coaching & consulting market.  

Part 1 outlined the reasons for the lack of trust — including the rise of A.I.-written content

Part 2 covered “Frame-Shifting”, the first of four “Trust Building” content types I’m sharing in this series.

Part 3 was all about the power of “Story-Based” content.

Part 4 bucked ‘conventional’ marketing advice about sharing your “how” with “Pulling-Back-The-Curtain” content.

And today, we’re going to tackle the fourth and final “Trust Building” content type in this series …

The one that will help you hear more “YES!” on your discovery calls …

Or better yet — the one that will help you eliminate discovery calls altogether!

The real reason experts hear “I can’t afford it” on sales calls

So here’s a little story:

When I first started my business, I followed the traditional advice: Make offers on social, invite people to book discovery calls, then sign them.

The only problem was … many of them didn’t sign on.

Some of them didn’t even show up to the call!  Or if they did, they weren’t a great match.

So after a lot of experimentation (and a lot of “conventional marketing rule breaking”!) …

I figured out the reason I wasn’t converting many of my sales calls to clients:

• It wasn’t that I needed to learn better “closing skills”

• It wasn’t that I needed to “handle objections”

• It wasn’t that I needed a “fast action bonus” or some other high-pressure tactic

The reason I wasn’t converting many sales calls was simply this:

I was following the “conventional advice” to NOT share too much information about my offer whenever I shared it (including the price).

You see, if the first time your prospective client hears your high-end offer in full is on a discovery call, you will almost always hear “I can’t afford it.” 

Or if not that, you’ll hear some other “objection” that is — in reality — a polite substitute for, “I’m just not yet convinced that your offer will work for me.”

Too much information to process on a sales call

Now, there are a few reasons for this … but one of the big reasons is that your offer is just too much information to process all at once (especially under the “pressure” of a discovery call).

This is also one reason there are so many “sales programs” out there — to help you “handle objections”.  

And to be honest, having to “handle objections” is really just a result of lazy marketing, at best … and unethical intentions, at worst.

Because as experts, our job in marketing is to make it crystal clear what our premium offers are all about — the outcome, what’s included, what it’s like to work with you, etc.

And I’ve found that, with that clarity comes a natural, built-in way to “handle” objections … with a single piece of content that I use — before I ever get on a call with a prospective client. 

And it’s one of the most effective pieces of “Trust Building” content you must have in your content portfolio:

✅ The OFFER LETTER

What is an “Offer Letter”?

The Offer Letter is an extremely thorough, transparent piece of writing that articulates a total of 12 essential elements you need to include in order to hear a “YES” from your Exquisite-Fit Clients when you make an offer …

When written right, the Offer Letter both pre-qualifies and pre-sells your most Exquisite-Fit Clients before your discovery call.

In fact — the Offer Letter can actually help you eliminate sales / discovery calls altogether!

(I haven’t done them in 7+ years.)

Now, you can craft your Offer Letter on a simple Google Doc — it doesn’t have to be a fancy sales page on your website. 

And actually, one of the reasons it works so well is that it isn’t a “hype-y” sales page on a formal website.

It’s written in a much more conversational tone, and when presented on a nicely formatted Google Doc, it feels much more friendly and informal.

But the real key to why it works so well has less to do with the format — and more to do with the timing.

Why the Offer Letter works so well to help you close sales calls (or eliminate them entirely)

You see, when you present the Offer Letter to your prospective clients before you get on a discovery call with them … they have time to absorb the details of your offer – before they ever even get into a sales conversation with you.  

They are not under pressure to make a multiple-hundred or multiple-thousand dollar decision on a call — so they are able to process the information, assure that the program is right for them, speak to a spouse or partner …

And then move forward by contacting you when they are ready.

(Hurrah for a non-icky, zero-pressure, 100% respectful sales process!)

I’ve personally found (as have dozens of my clients) that the Offer Letter is performing even better in today’s Trust Recession …

Potential clients are wise to the wily ways of the high-pressure marketers that get them on a sales call, try to dazzle them with a lot of hype, and then pressure them into making an immediate decision.

Your most empowered clients want to make a decision on their terms — and in their time … 

And your Offer Letter is the perfect mechanism for that.

When you craft it correctly, it does the heavy lifting for you …

So that when potential clients DM you, or they get on a call with you …

All of their questions are already answered. 

All of their objections have been ‘handled’ in advance.

And if they’ve already been reading and following your other “Trust-Building” content …

They’re primed and ready to buy …

Even in a Trust Recession.

Want to learn how to write an Offer Letter?

If you’d like to learn to write a “Google Doc Offer Letter” of your own, so you can close more sales (and perhaps eliminate discovery calls) …

It’s something I routinely teach in the Relaxed Marketing Studio.

I’d love to see you there.